THE USE OF IT TECHNOLOGIES IN CONDUCTING MARKETING RESEARCH IN INDUSTRIAL MARKETING

Abstract

The article examines the features of the use of information technologies when conducting marketing research in industrial marketing using the example of the bakery market in Ukraine. It is substantiated that in modern conditions, information is a key strategic resource of an enterprise, which ensures the adoption of effective management decisions and the formation of competitive advantages. Attention is focused on the importance of systematic market analysis and the use of reliable data sources, which allows minimizing risks and increasing the accuracy of research results. It is determined that modern economic challenges, in particular a full-scale war, have significantly affected the functioning of Ukrainian food markets, causing disruption of logistics chains, increasing production costs and increasing product prices. In this regard, the use of modern IT technologies and digital tools for collecting, processing and analyzing marketing information is of particular importance. The study used a range of marketing analysis methods, including desk research, qualitative and quantitative research, and big data analysis. Special attention is paid to the use of RFM analysis as an effective tool for segmenting customers by behavioral characteristics. The empirical part is based on the results of a consumer survey conducted using digital platforms, which allowed us to identify key trends in consumer behavior. It was found that modern consumers, especially young people, are changing their approach to consuming bakery products: the role of traditional bread is declining, and demand for pastries as a fast-food format is increasing. The main factors in choice are convenience, price, service speed, and availability of filling. A decrease in the importance of healthy and gluten-free products, which continue to remain niche, was also revealed. It is summarized that the bakery market is being transformed by socio-economic changes and consumer behavioral characteristics. The use of IT technologies in marketing research allows us to improve the quality of analytics, the efficiency of decision-making, and the effectiveness of enterprises' marketing strategies.